Kaz Hirai has openly denied that Sony has any plans to discuss new PlayStation hardware at E3 this year.
Questioned by a journalist during a roundtable at CES yesterday, Hirai said that Sony would be sticking with the plan for a ten year life cycle for the PS3, seemingly putting paid to the numerous recent rumours that a new machine would be unveiled in LA in June.
The journalist had asked Hirai to confirm or deny remarks which had been attributed to the head of the PlayStation division Andrew House, stating that no new hardware would be announced.
"Andy (House) is absolutely right in that we are not making any announcements at E3," Hirai responded. "I've always said a 10-year life cycle for PS3, and there is no reason to go away from that."
In recent weeks, various rumours had surfaced about the plans of both Sony and Microsoft to launch a new console at the Los Angeles event, quoting high level sources and industry connections.
Other media outlets, such as Patrick Garratt's VG24/7 were less certain, pointing out that nearly all previous hardware launches had seen considerably more evidence and official activity prior to their announcement.
Microsoft is yet to make an official denial of any reveal, but given the healthy state of the 360's business worldwide, an imminent replacement would seem unlikely.